As of this writing, Apple stock is up 138 percent this year ­versus stock market darling Google’s, which is up only 54 percent. Apple also has captured significant mind share with its iPods, last year’s release of the iPhone and the fact that it now accounts for about 7 percent of the personal computer market (and a bit higher in the laptop market).

At the heart of every successful Apple product you will find a deep understanding of what moves people emotionally at many different levels.However, does this level of understanding carry over to its Web site? We decided to check out Store.Apple.com in this issue’s WebWatch column.

Look/feel

The most interesting aspect of the look and feel of Store.Apple.com is how it incorporates elements from Apple’s Mac OS X Leopard operating system into the design. For example, search looks the same way on the site as it does on your desktop. In addition, the way the products are displayed is much like its cover flow interface — even many of the icons and colors are the same. There's an incredible attention to detail and a tangible way to get people in touch with its products.

Product discovery

Store.Apple.com’s navigation is simple and direct. It offers many options for visitors to dive right in. Whether it’s the up-front display of its products, or the supplemental areas such as what’s new to the store, top sellers and popular accessories, visitors should find it easy to discover their desired products.

Product comparison

Not sure which iPod is right for you? Check out the “Which iPod Are You?” comparison chart that gives you a quick glance at the key features of each one of its offerings. This might be even more effective if Apple added a link on its “Shop iPod” page and didn’t have it buried under a secondary tab below the fold. The chart is clear and detailed without feeling overwhelming. The only concern I have is that the hidden disclaimers at the bottom are in the tiniest font imaginable, in light gray on a white background. Visitors, if they catch it, might be concerned that something is being hidden from them.

Product presentation

Many retailers could benefit from the amount of detail that Apple gives for each one of its products. The copy is excellent and engaging. Like me, I am sure many visitors would like the option to see enlarged product images and possibly even images from multiple angles when they click on the main product image. You can find these if you click on the gallery tab below the fold. Apple does a good job letting people know how soon the product ships. Interestingly, the company provides reviews in its iTunes store for non-Apple-manufactured products but not for its own. How does this impact Apple’s credibility?

Delivery options

Apple offers free shipping on orders of more than $50. Free shipping is an extremely effective driver of customer response. However, Apple does not present how items will be shipped or how soon they will arrive. Is it shipping via FedEx, UPS or USPS? It also looks like you can’t ship outside the U.S. What happens if I need something right away and want expedited shipping?